💵 Methodology — cash-collected only. This report counts only PAID orders (money actually received): 2,040 orders / $6.77M across 2021–2026. It excludes orders that were marked as sold but never paid — including 49 "Pending" orders ($114k) that match the owner's note about units lent out, marked as sold, and not returned to stock. Voided and fully-refunded orders are excluded as well.
Report 1
Sales & Revenue — what really happened
$924k
Revenue 2025 (cash)
-45% vs 2022
187
Paid orders 2025
-63% vs 2022
$4.9k
Avg order value 2025
+47% vs 2022
45%
From trophy pieces 2026
was 8% in 2021
▪ Revenue declines every year, but the average order keeps rising (from $2.4k to $4.9k). They sell fewer pieces at higher prices. ▪ Risk: trophy pieces (>$20k) grew from 8% of revenue to 45% — the business increasingly leans on a handful of large sales.
Accessible tier (<$5k)
$877k → $157k
-82% · 584 → 126 orders. This is where the entire decline lives.
High-end + Luxury (>$5k)
$735k → $767k
+4% · essentially flat. The luxury business is healthy.
▪ The luxury tier is NOT the problem — it holds nearly identical revenue. The whole decline is the accessible tier ($1k–5k) collapsing -82%. Recovering that shopper is the single biggest growth lever.
▪ Concentration risk over time: a growing share of revenue depends on a few trophy sales. Rebuilding the accessible base makes the business less fragile.
Report 2
Customers & Products
▪ 298 of 926 customers repeat and generate $4.72M — the majority of revenue. Most are interior designers / design firms (a trade business).
▪ Top accounts are repeat design-trade buyers, not one-time retail.
Top customers by revenue
| Customer | Revenue | Orders |
|---|---|---|
| Sarah Ostreicher | $323k | 29 orders |
| Garcia Haley Design | $215k | 18 orders |
| Caitlin Flemming | $152k | 32 orders |
| Anne Mcdonald | $146k | 28 orders |
| McCann Design Group | $146k | 17 orders |
| Kaitlin Chamblin | $136k | 33 orders |
| Ellen Kavanaugh Interiors | $129k | 23 orders |
| Danielle Darah | $89k | 1 orders |
Most frequent buyers
| Customer | Orders | Revenue |
|---|---|---|
| J&D Oriental Rugs Co. Zabihi | 92 orders | $4k |
| Kaitlin Chamblin | 33 orders | $136k |
| Caitlin Flemming | 32 orders | $152k |
| Sarah Ostreicher | 29 orders | $323k |
| Anne Mcdonald | 28 orders | $146k |
| Alicia Hassen | 26 orders | $57k |
| Ellen Kavanaugh Interiors | 23 orders | $129k |
| Rebecca L Searcy | 22 orders | $55k |
▪ Data-hygiene gap: $5.34M of line-item value (59%) has NO product category — only "Rugs" is tagged. Fixing categorization unlocks better on-site search, merchandising, collections and product feeds.
Appendix
Data integrity — why we used cash only
▪ Only the green bars are real money in the bank. The $114k "Pending" is the lent-and-marked-sold inventory the owner described — counting it would overstate sales and distort stock. Using cash-collected only gives a clean, defensible picture.
Executive Summary
In plain terms — where the money is & how to grow
- • Your fine & luxury rugs still sell just as well — that's healthy and it's your strength.
- • What you lost are the customers buying accessible rugs ($1k–$5k): that volume fell -82%.
- • Because you sell fewer but pricier pieces, the average ticket went up while total sales went down.
- • Your best customers are interior designers who buy again and again (32% repeat = most of the revenue).
- • You now depend too much on a few very large sales — that's a risk worth reducing.
5 Growth Opportunities
Recover the accessible tier ($1k–5k). This is where the entire decline sits and the largest market. It needs demand — SEO, content and reactivation — to bring qualified visitors back.
Build a trade program for designers. Reactivate lapsed design accounts and recruit new firms — recurring, predictable revenue at low cost.
Fix the product catalog. 59% of sales value has no category — tagging it improves search, merchandising and shopping feeds.
Grow traffic like the category leaders. Style/type collection pages plus buying & care guides to attract the shoppers who used to buy the accessible pieces.
Reduce whale-dependence. With a healthy accessible base, trophy sales become the bonus — not the thing holding up the whole business.
The product and the brand are not the problem — the gap is customer acquisition (bringing qualified visitors back).
Source: Shopify Admin API — paid/cash-collected orders only, 2021–2026. Excludes pending (lent), voided and fully-refunded orders. Traffic/sessions to be added from the Shopify Analytics "Sessions" export (not available via API). Prepared for Heir Looms · Rugs + Interiors.